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YOUR GLOBAL BUSINESS GROWTH PARTNER
>250 Consultants in 20 Countries
assion
How to get your entire organization psyched about experimentation - - PowerPoint PPT Presentation
How to get your entire organization psyched about experimentation - - PowerPoint PPT Presentation
How to get your entire organization psyched about experimentation YOUR GLOBAL BUSINESS GROWTH PARTNER assion >250 Consultants in 20 Countries > 35,000 > 30 Billion > 15,000 7,000-10,000 experiments per experience experiments
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> 35,000 experiments per year > 30 Billion experience combos live at
- nce
> 15,000 experiments per year 7,000-10,000 experiments per year
Source Source Source Source
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HARNESSING THE EXPERIMENTATION MINDSET
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Source: “The State of Experimentation 2018” report from Widerfunnel
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A healthy culture of experimentation is essential.
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HARNESSING THE EXPERIMENTATION MINDSET
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HARNESSING THE EXPERIMENTATION MINDSET
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This year, GO Group partners across the English-speaking world surveyed decision-makers and experimentation professionals to benchmark a healthy culture of experimentation.
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Open communication culture in fast vs. slow growth companies.
Source: “Digital Growth 2019” report from konversionskraft
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Source: “Harnessing the Experimentation Mindset to Drive Growth” 2019 report from Widerfunnel
Knowledge-sharing culture in fast vs. no growth companies.
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Empowerment to take risks without fear in fast vs. slow or no growth companies.
Source: “Harnessing the Experimentation Mindset to Drive Growth” 2019 report from Widerfunnel Source: “Digital Growth 2019” report from konversionskraft
/No-growth
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So how do we do this?
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HARNESSING THE EXPERIMENTATION MINDSET
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Inspire
Create awareness of new possibilities and desire to take action.
Educate
Train by instruction and supervised practice in a skill.
Inform
Communicate knowledge; make something known.
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“The goal really isn’t to build a successful experimentation program; it’s to build a successful experimentation company.”
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HARNESSING THE EXPERIMENTATION MINDSET
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Just getting started.
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Areas of focus:
- Getting executive-level buy-in
- Building momentum with initial
experiment wins
- Assembling your core
experimentation team
HARNESSING THE EXPERIMENTATION MINDSET
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Executive support for experimentation in fast vs. slow or no growth companies.
Source: “Harnessing the Experimentation Mindset to Drive Growth” 2019 report from Widerfunnel Source: “Digital Growth 2019” report from konversionskraft
/No-growth
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Experimentation Champion Executive Champion
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How to generate Executive-level buy-in:
- Prioritize experiments according to executive-level objectives
- Proactively share experiment results and learnings
- Implement functional feedback loops at every level
HARNESSING THE EXPERIMENTATION MINDSET
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Core Team Executive Champion Enabling Partner Testing Lead UX / UI Designer Engineer
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The composition of the core team makes the difference.
Source: “Digital Growth 2019” report from konversionskraft
Front End Developer Psycho- logist CRO Manager Product Owner Quality Assurance
+10% 2x 1.5x 2x 2x
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HARNESSING THE EXPERIMENTATION MINDSET
Once you have assembled a core team...
Ensure your Engineer understands why you’re running experiments Involve design in the ideation process early to provide their input and protect brand Educate your executive champion with every status report until they can explain experimentation to their peers.
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+XX% = $$$ estimated additional annual revenue Verbal explanation Formal presentation
Educate Inform Inspire Educate Inform
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SEO PPC Product Email
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Building momentum.
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Enabling Partner
Core Team
Testing Lead Executive Champion
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Testing Lead Enabling Partner Product Team #1 Product Team #2 Product Team #3 Product Team #4 Product Team #5 Product Team #6 Product Team #7 Product Team #8 Executive Champion
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HARNESSING THE EXPERIMENTATION MINDSET
Areas of focus:
- Documentation & protocol
- Knowledge transfer
- Democratization of
experimentation
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Source: “Harnessing the Experimentation Mindset to Drive Growth” 2019 report from Widerfunnel
Culture of “ownership” in fast vs. no growth companies.
No-growth
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Documentation — Inform Workshops— Inspire, Educate
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Workshops: Inspire & Educate
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HARNESSING THE EXPERIMENTATION MINDSET
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Testing Lead Enabling Partner Product Team #1 Product Team #2 Product Team #3 Product Team #4 Product Team #5 Product Team #6 Product Team #7 Product Team #8 Executive Champion
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What are the key goals & KPIs for your business unit in the next quarter? The next year?
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POSSIBLE WORKSHOP QUESTION
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Are core daily activities closely linked to a primary business KPI?
Source: “Harnessing the Experimentation Mindset to Drive Growth” 2019 report from Widerfunnel
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What are the methods you use to understand your customer & how they use your product?
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POSSIBLE WORKSHOP QUESTION
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Single method
How many methods do you use to understand customers?
Four+ methods
/No-growth
Source: “Harnessing the Experimentation Mindset to Drive Growth” 2019 report from Widerfunnel Source: “Digital Growth 2019” report from konversionskraft
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Source: “Digital Growth 2019” report from konversionskraft
Which methods do you use to understand customers?
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Are there learnings from other teams’ experiments that could be relevant to your product?
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POSSIBLE WORKSHOP QUESTION
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Source: “Digital Growth 2019” report from konversionskraft
Do you use insights from previous experiments for generating new ideas?
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Testing Champion Enabling Partner Product Team #1 Product Team #2 Product Team #3 Product Team #4 Product Team #5 Product Team #6 Product Team #7 Product Team #8 Executive Sponsor
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Documentation: Inform
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HARNESSING THE EXPERIMENTATION MINDSET
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- Identify the information that
needs to be communicated
- List the methods of
communication (formal and informal) and how they’ll be utilized
- Determine the line of
communication—who is communicating with whom
- Has intentional timing
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Inspire
Create awareness of new possibilities and desire to take action.
Educate
Train by instruction and supervised practice in a skill.
Inform
Communicate knowledge; make something known.
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HARNESSING THE EXPERIMENTATION MINDSET
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Key takeaways
- 1. Fast-growth companies have cultures of knowledge-sharing, open communication, and risk
taking
- 2. Inspire, Educate, Inform: These actions are tools you can use to harness and spread the
experimentation mindset as you scale
- 3. In early stages, it is critical to get buy-in from your executive team as well as your core team
- 4. As you expand experimentation, systems like workshops and central documentation can help
you Inspire, Educate, and Inform at scale
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